Lining them up…
I Can't Believe It's Not Butter and Benecol, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
the same four weighted signals scored on both brands’ own pages.
carried in 7 of 24 Bay Area grocers·carried in 2 of 24 Bay Area grocers
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
no top category I Can't Believe It's Not Butter doesn’t also play in.
who stocks each brand right now · shared, and each brand’s exclusive doors.
no exclusive doors — everywhere Benecol is, I Can't Believe It's Not Butter is too.
both sides measured by the same instruments on the same shelves · see each brand’s full page: I Can't Believe It's Not Butter · Benecol
5 products in the catalog·2 products in the catalog
spans 2 categories · 3 subcategories·spans 1 category · 2 subcategories
~0% average share on the shelves it competes on·~0% average share on the shelves it competes on